MM51 - Objective 3.03 Review (Spread the Word)

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Which of the following is an overall goal of the promotional mix? To decrease operating expenses, To convey a message inexpensively, To persuade consumers to buy, To have the right goods available

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To persuade consumers to buy

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What best defines the term promotional mix? Options: The way in which businesses combine promotional methods, The 'magic formula' used in developing promotional plans, The confusion of too many promotional techniques, The rotation technique used for promoting employees

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The way in which businesses combine promotional methods

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Any paid form of nonpersonal presentation of ideas, images, goods, or services is known as

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advertising

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VISA pays to promote its services on other companies’ websites. These promotions are examples of

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advertising

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Which of the following is an example of personal selling: A salesperson places an ad in a local newspaper. A business manager holds a press conference to explain a new product. A financial planner discusses retirement plans with a group of teachers. An employee hands out coupons to customers who are attending a trade show.

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A financial planner discusses retirement plans with a group of teachers.

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Which of the following would be a reason a business uses personal selling rather than advertising: Immediate feedback, Less cost per contact, Less flexible, No face-to-face contact

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Immediate feedback

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On a per-contact basis, which of the following elements of the promotional mix is most expensive: Advertising, Publicity, Sales promotion, Personal selling?

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Personal selling

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Which of the following characteristics is shared by advertising and publicity: is impersonal, Must be paid for, Receives close attention, Presents the same message

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is impersonal

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Which of the following is an example of publicity: Free samples are given to customers entering a business. An author appears on a talk show to discuss their new book. A fashion show is held highlighting the latest in bridal fashions. A radio announcer delivers a paid message about the grand opening of a business.

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An author appears on a talk show to discuss their new book.

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Contests, samples, and coupons are all examples of

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sales promotion.